GameStop opening Deus Ex boxes, removing free game code

A leaked memo shows that GameStop employees have been asked to remove the free …

If you purchase your copy of Deus Ex: Human Revolution at a retail store, you're supposed to receive a code that allows you to play the game for free using the online gaming service OnLive. It's a neat giveaway, and it certainly gives gamers an incentive to try the service, but a leaked memo seems to show GameStop's fear of digital delivery: employees are allegedly being asked to open every game and remove the coupon.

The e-mail came from Josh Ivanoff, a Field Operations Manager with GameStop. "Please immediately remove and discard the On Live [sic] coupon from all regular PC versions of Deus Ex: Human Revolution," the memo states. "Our desire is to not have this coupon go to any customers after this announcement." Here's a copy of the letter, with Mr. Ivanoff's contact information removed.

We contacted Ivanoff on his business line and e-mail, and he refused to comment on the memo, instead asking us to take the issue up with public relations. GameStop spokesperson Beth Sharum confirmed the practice, telling Ars that "Square Enix packed the competitor’s coupon with our DXHR product without our prior knowledge and we did pull these coupons."

Some customers are reporting that they've bought the game at GameStop and received the coupon, while others are saying the coupon was missing. A comment on Joystiq alleged that the reasoning behind this move was to avoid sending customers to OnLive, as GameStop is making a strong push into the digital market itself.

If true, this is bad news for customers: GameStop employees would have to open every new copy of this game and throw away a free copy of the game that was meant for customers to be in compliance. For now, if you absolutely must buy the game from a GameStop location, either make sure the game is sealed, or check for the coupon before leaving the location.

OMG.. that's completely outrageous. Can Square Enix sue them? They're reducing the value of the product without the publisher agreement. It also damage Square Enix reputation because some customers will think it was a bait and switch somehow.

I haven't shopped there in ages, stuff like this is the reason why. Lately I've even stopped going to big box stores, tired of the hassle and mark-ups. I have some complaints with steam when it first started up, but I'm now thankful for their service. Now we just need the console gaming equivalent.

Just got my OnLive console yesterday. It's pretty neat. Controller is nice, and it only cost me $10 in shipping (Pre-order Batman Arkham City and you get the $100 console for free, less shipping). I played the last game and was entertained, so figured it was worth $60 total for the console and the game.

OMG.. that's completely outrageous. Can Square Enix sue them? They're reducing the value of the product without the publisher agreement. It also damage Square Enix reputation because some customers will think it was a bait and switch somehow.

I'm pretty sure Square Enix can sue them. After all, those boxes are sold to Gamestop to be delivered to customers unopened, unmodified, and well, removing content from the boxes is clearly an act of modifying the contents, not to mention opening it first.

Similarly, I'd think customers can sue Gamestop over this, too. After all, customers aren't getting what they're paying for and Gamestop should inform all customers of them having opened and modified the packages.

This is why regulatory bodies need to have more power over industry, leave them to their own devices and they'll pull underhanded shit like this, at the expense of producers, consumers and competitors alike. Another example of how the republican mantra of "let big industries police themselves!" is so very naive...

Isn't this a violation of consumer's rights? I mean, they are damaging the product they are selling by removing part of it (the free game coupon). Aren't they suitable for punishment by authorities? Also, can't they be punished for anti-competitive behaviour as well?

I wonder if this will Streisand effect? The negative press will ensure more people will now know that Deus-Ex is available on OnLive (I didn't) and go check it out. That coupon may have just gone entirely unnoticed otherwise.

Edit: Onlive should capitalize and offer the same thing the coupon was offering to ANYONE who visitis the site.

Shady, but hardly unheard of. Making sure the game is sealed means nothing, they have shrink-wrap machines and replacement tamper stickers.

Happens all the time in the media world. Cable companies replace cable network ads for satellite TV with local ads or their own promo spots all the time. AFAIK, they are not allowed to mess with the retransmission of broadcast TV, so if the local network affiliate runs an ad for DirecTV, they can't replace it.

I think the bigger issue here is GameStop opening sealed boxes. Are they opening the boxes or peeling off a stuck-on coupon?

The bad publicity from Ars and doubtless major gaming sites will get them to stop it and/or hand over the coupons to people who complain. Better still, Square Enix should email a code to everyone who registers their copy. Problem solved.

Gamestop always opens all their software. It's the reason I stopped going there way before they got to be really evil.

They did? Not that I've bought PC Games in-store in about 5 years, but why?

edit: wrong quote

I'm not sure if they do it with the PC games, but I know they open every new game and sleeve the disc and store them behind the counter. I'm guessing it's their method of theft deterrent, but also causes a lot of issues, such as people receiving used discs instead of new copies, getting the wrong game, etc.

I still recall the first time I got my paycheque and began buying my own games. I went to the local Electroniques Boutique to buy stuff. The manager was super nice and was sure to mention game guides, demo discs, and would take back and "resell" games to me if there were discounts and strategy guides just so I'd be sure to get a good price. I went there to shop for years. Then, EB go bought by Gamestop, changed their color scheme entirely, and I noticed that the guy didn't work there anymore.

I never saw him again after that, but to this day I always have this lingering feeling that he was fired for being too nice.